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Marketing

Marketing is about the creation, communication, and delivery of value to customers, partners, and society at large. To be successful in the contemporary marketplace, professionals must be able to apply the fundamental, enduring principles of marketing, while adopting new methods made possible by emerging technology.

The marketing concentration prepares students to thrive in today's marketing landscape by instilling knowledge that is both timely and timeless. Students choose from a wide variety of courses that cover the entire marketing mix, providing insight into such questions as: What drives customer purchase decisions? How should customers be identified and managed to enhance profitability and loyalty? How are strong brands developed and maintained over time?

The concentration is appropriate for students with a variety of career objectives. Graduates will be prepared to think creatively and holistically about the marketing problems that they encounter, and to act decisively based on a thorough understanding of the discipline.


Students pursuing a concentration in marketing should complete nine credit hours (three courses) from the following electives.

MGT 6302  Consumer Behavior (3 credit hours)
Provides an in-depth overview of concepts from psychology, economics, and related fields that help marketers to understand, predict, and influence consumer behavior. Surveys a range of quantitative and qualitative tools by which consumer behavior is researched and analyzed. The course emphasizes an applied learning perspective in which students use theory-based insights to inform realistic marketing decisions.

MGT 6303  Sales Management (3 credit hours)
This course examines the fundamentals of the sales force as a key component of an organization’s total marketing effort. Course objectives include understanding the sales process, the relationship between sales and marketing, sales force structure, customer relationship management (CRM), use of technology to improve sales force effectiveness, and issues in recruiting, selecting, training, motivating, compensating and retaining salespeople. The course focuses on professional, business-to-business (B2B) sales issues and sales management. We draw on our consumer experiences (B2C) as a basis for developing perspectives, insights, and understanding of B2B sales.

MGT 6307  Integrated Marketing Communications (3 credit hours)
Learn about the distinct components of an integrated communications program, and how these fit into an organization's overall marketing strategy. Examine the roles, responsibilities, and interactions of the various groups that create and implement marketing communications. Understand how market segmentation, consumer behavior, and brand positioning influence the development of successful communications. Become aware of relative advantages and disadvantages of different media options, and methods for evaluating the effectiveness of a communications program.

MGT 6308  Strategic Brand Management (3 credit hours)
Enables a thorough understanding of important issues involved in the planning, implementation, and evaluation of brand strategies. Exposes students to the appropriate theories, models, and tools to make better branding decisions. Provides a forum in which students apply these principles to real-life projects and business situations.

MGT 6310  Marketing Research (3 credit hours)
Learn the skills to translate management problems into marketing research problems. Gain the ability to analyze problems systematically. Develop critical eyes for marketing research and understand its contributions and limitations. Gain a working "hands-on" experience with the full process of marketing research.

MGT 6311  Digital Marketing (3 credit hours)
Become familiar with the key concepts and techniques utilized in modern digital marketing. Understand the primary characteristics of various online channels including mobile marketing, email marketing, and social media marketing. Gain awareness of important concepts and best practices in the use of digital marketing tools (search engine optimization, pay-per-click advertising, etc.).

MGT 6325  Product Planning (3 credit hours)
Examines the critical role that product managers play in an organization, especially in the high technology environment. Topics span all stages of product lifecycle management from product development to product obsolescence.

MGT 6335  International Marketing (3 credit hours)
Provides the knowledge and skills required for successful administration of the international marketing function. Develops understanding of the fundamental similarities and differences between domestic and international marketing, as well as the key environmental factors affecting international marketing decisions. Introduces the international dimension of ethics and related issues.

MGT 6345  Marketing Practicum (3 credit hours)
Gain experience in solving marketing problems faced by organizations. Understand marketing and business problems faced by organizations and develop the relevant skills for critically analyzing these problems and providing a tractable solution.

MGT 8803  Marketing Analytics and Pricing Strategy (3 credit hours)
Learn proven concepts, techniques, and frameworks for assessing and formulating pricing strategies. Establish a foundation for effective pricing decisions by understanding key economic, analytical, and behavioral concepts associated with costs, competitive behavior, and customer behavior. Learn to create additional value with advanced pricing techniques including dynamic pricing, segmented pricing, pricing structures, and promotions.

MGT 8803  Understanding Markets with Data Science (3 credit hours)
This course studies social network and social media by using data science to understand how individuals interact with each other, and how firms and organizations may gain insights and design policies that better serve consumers across various markets. In particular, students will explore the nature of marketplace networks, investigate how they are formed and maintained, and study the kinds of economic behaviors that result from different network structures. Furthermore, to understand how networked individuals influence one another, students will study the conversations by which they communicate. Focus is placed on the tools used by data scientists to understand consumer sentiment, demand, etc., and make informed recommendations.


MBA concentrations and immersive tracks are optional. You have the flexibility to take electives in any combination of areas.